We have earlier published an article about an increasing market share of Isuzu D-Max against the Toyota Hilux, which for long dominated the pickup truck segment in Pakistan.
Initially the D-Max was just there selling a handful of units and was of no threat to the Toyota Hilux range of pickups. In fiscal year 2018-19 the Isuzu D-Max just had a 6.2% share of the market which, by 8M 2019-20 raised to 10.8%. Now it seems the numbers are starting to intimidate Toyota.
In June 2020, Ghandhara sold 207 units of D-Max which is also the highest-ever monthly sales it has achieved since its introduction. In comparison Toyota Hilux saw 438 units leaving the showrooms. This also results in a highest-ever 35.1% market share for Isuzu D-Max in a month against the Hilux, the market share of which got reduced to 64.9%.
And the overall picture will look even scarier from Toyota Hilux’s perspective. In fiscal year 2018-19 the Hilux sold 6,070 units while the Isuzu D-Max sold 400 units. Now in FY2019-20 the Hilux sales has dropped by 38% to 3,748 units whereas the D-Max increased by 64% to 656 units. This means that the overall market share of D-Max has increased from 6.2% in FY2018-19 to 14.9% in FY2019-20, whereas the share of Hilux which once used to be 100% got reduced to 93.8% in FY2018-19 and shrunk further to 85.1% in FY2019-20.
The pickup truck segment has been doing reasonably well in recent times, however the latest FED imposed by the government on locally assembled double cabin 4×4 vehicles have resulted in a considerable increase in price for both Toyota Hilux and Isuzu D-Max 4×4 variants. Whether the two are going to retain their market share in future will be an interesting thing to find out. Stay tuned to CarSpiritPK for more interesting analysis.